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Funnel Step Optimization

The UX team of a primary Telco operator sought to test changes to the experience of one specific step of the eCommerce funnel, which asks for consent. The team’s first objective was to A/B test different layouts of that step and measure performance. Their second aim was to decrease the user fallout at that stage. Softlab used Adobe Target as an A/B testing and personalization solution to implement a direct experiment to achieve the desired outcome. Softlab worked effectively and closely with stakeholders to create the layout on the experience and measured the results. The results demonstrated a 120% lift on success rate and a 3% lift on fallout.

    Process steps

    Approach

    Softlab implemented Adobe Target as an A/B testing & personalization solution to test changes to the experience of one specific step of the eCommerce funnel. The team created multiple layouts for the step and A/B tested the options to find the one that improved success rate and decreased the user fallout at that stage. Softlab worked closely with stakeholders to create the optimal layout and measured the results to confirm its efficacy.

    Outcome

    Softlab's solution led to a 120% lift on success rate and a 3% lift on fallout, resulting in a more seamless and effective eCommerce funnel for the Telco operator. The testing and optimization of the consent stage allowed the Telco operator to view the stage more positively and lead them to a more productive eCommerce funnel.

    Technology

    Softlab employed Adobe Target as an A/B testing and personalization solution. The team worked efficiently and closely with the stakeholders to create the layout on the experience and measure the results for optimal effectiveness.

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